“No Small Change”

Interesting evening event at SapientRazorfish in Spital Square, London, E1 on June 6th. It was the launch of “No Small Change” – a book authored by Lucian Camp and Anthony Thompson; two well known financial services marketing gurus. Their premise is quite simple: Most financial services businesses don’t understand marketing and those that do are pretty hopeless in terms of execution. A new approach is required.

Hard to argue with that. But I’m not sure it needed nearly 300 pages of quite small fonts and quite long paragraphs. Nearly as challenging to read as the marketing collateral they critique. Having said that there is a great deal of wisdom in the book. But I had to smile at the praise from the good and the great. In particular on the front page. ” I very much hope our competitors don’t read this book” – Nigel Gilbert, Group Marketing Director TSB. Given their IT chaos I’m surprised he had time to read it!